A marketing playbook for sustainable productsÂ
Marketing campaigns for sustainable offerings often fail, leaving businesses with products that do not sell. How can companies reach customers more effectively? ...
Lazaros Goutas is a Term Research Professor at IMD and Research Fellow at the Global Center for Digital Business Transformation. His research broadly examines the impact of digital transformation on organizational and individual performance.
7 May 2024 • by Goutam Challagalla, Frédéric Dalsace in Strategy • 7 min read
Marketing campaigns for sustainable offerings often fail, leaving businesses with products that do not sell. How can companies reach customers more effectively? ...
6 May 2024 • by Peter Vogel in Family business • 7 min read
Nine out of every ten employees globally work for a private business, and their capitalization and turnover dwarf those of list companies — but their challenge for the future is not only...
6 May 2024 • by Jim Pulcrano in Innovation • 5 min read
IMD’s Jim Pulcrano explains how Roasting Plant found the business model to bring an innovative new technology to market...
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